1997/1998 Winter Issue
Environmental Justice Over Economics
The generation now between the ages 16 and 25 will guide society "out of the 20th century into a global renaissance" according to Gerald Celente of the Trends Research Institute. The social conscience of this generation will appear less radical than that of the 1960s but will "send down deeper roots and produce richer fruit."
This attitude is confirmed by a recent Response Analysis report where 80% percent of young people, age 18-25 (versus 59% of those age 55+) believe protecting the environment is more important than economic growth. A large majority of this new green generation (82%) have selected one consumer product over another because of its environmentally friendly packaging, formulation or advertising. Only 57% of the age 55+ population have done so.
Shopping Habits of Rich Americans
The 1980s, also known as the ultimate "me" decade, were filled with flashiness and excess. In contrast, the 1990s are shaping up as the "we" decade. People are spending more money on their home, family and friends. They now select products with a high emotional quotient or those expected to last a long time. Best sellers are items with anticipated inherent value when the current economic boom ends.
Just where is the money being spent? On the inside of homes -- bathroom, kitchen, garden -- rather than the outside. As for clothing, jewelry and home furnishings, the more understated the design, the better it sells. Note that labels and logos are placed inside, not out.
Lifestyle Food Shopping Trends
Lifestyle trends are changing the way Americans shop for food. Convenience meals have become more important and consumers are demanding ready-to-finish foods where they don't have to clean up the dishes.
New sources of prepared meals are expected to appear. School cafeterias will offer fare for parents to pick up with the kids; hospitals will move cafeterias to the ground floor to capitalize on take-home business.
Shoppers are becoming a bit schizophrenic in their shopping according to St. Joseph's University professors Richard George and John Stanton. This is the label they give those who buy for convenience during the week and then cook from scratch on the weekend.
Traditional supermarket aisle arrangements are expected to disappear as grocers merchandise items by occasion rather than category. For example, grocers will begin grouping all breakfast foods in one area of the store.
Hot Careers in the 21st Century
Some of the hottest jobs in the 21st century according to U.S. News & World Report are:
CASE STUDY: National Publication
A nationally distributed publication was considering format changes related to color and size. There were two markets to consider: (1) advertisers of rental properties and related services companies, and (2) renters looking for locations via a free, nonsubscription publication.
Needing outside guidance, the publication commissioned STR to conduct a series of 12 focus groups in 6 selected markets across the country. Research goals included determining how best to serve the needs of both markets and discovering information to help the publication's own sales efforts, strategy, and value-added services.
Renters' comments led to the redesign of basic sections of the publication. Most advertisers included in the focus groups were exceptionally pleased to learn they could easily transition to color ads. As a courtesy, property managers received the advice gathered from consumer input.
Three years after the process was initiated, changes in the publication positioned it at Number 2 in the national market. More importantly, advertising strategy changes in response to the research findings, moved the publication's advertising sales ranking to Number 1 in at least 6 of the top 15 markets (in terms of population) in the country.
Research provided the publication with specific data about its markets and business strategy. Subsequent changes to the product, services and procedures gave this publication the competitive edge it needed to surpass the competition.
Only 15% of Americans regard themselves as "drivers on the information superhighway," while almost half (47%) feel they are "not even on the road." Advertising directly to children increased 50% to $1.5 billion between 1993 and 1996. In 1996, car dealerships sold 15.1 million new vehicles, up from 14.8 million in 1995. Used-vehicle sales reached a record 19.2 million, as dealers sold more used cars than new for the eighth year in a row. The average American ate 22.2 pounds of pasta in 1996. Sales climbed 3.4% annually between 1992 and 1996 to reach a total of $3.9 billion in 1996. One-third of American men wash their car at least once each week. Only 17% of women do so. Online annual commerce jumped from $1.6 billion in June 1996 to $5.1 billion in June 1997. Choirs and orchestras made up of employees are surfacing at several Fortune 500 companies including HP, Ford Motor Co., Procter & Gamble, Westinghouse and 3M Corp. Genetics and biotechnology will account for about 20% of gross domestic product, or about $2 trillion, in 2025. Most use is expected to be in the areas of new foods and medicines. The majority of Americans (55%) say they would vote for a presidential candidate in 2000 whose campaign includes support for a flat-rate income tax. Greeting cards, now available online, allow Internet users to send an electronic birthday, thinking-of-you, Valentine's or other holiday greeting card. One site offering this service is www.greeting-cards.com. Over 90% of workers feel they have either any (40%) or a few (50%) good ideas to share with their bosses on how their company can be run more effectively. However, only 38% feel their company is very interested in hearing those ideas. According to the Old Farmer's Almanac, 1998 will see museums offering power-walk tours and exercise facilities that combine exercise and learning to keep up with the "cultural-intellectual workout movement." Only 9% of adults are willing to wait more than five minutes for a waiter to take their beverage order; 20% can tolerate only one minute's wait. 1998 Trend: The workaholic, once admired for her/his dedication to the company, will take a back seat to those who successfully balance their family and work. Twenty-seven percent of Americans prefer jazz music; about the same percentage favor classical music. Of those who like both types, there is an audience overlap of about 43%. Jazz listeners are typically in their 30s and 40s; classical's audience is usually age 60 and older. Sales of prepaid telephone cards reached $1.2 billion in 1996 doubling the 1995 totals. By 2001, annual sales will increase to $4.3 billion. Employers eavesdrop on five billion phone calls per year -- more than 9,000 every minute. More than one-third of companies with e-mail periodically examine their employees' messages.